Voice & Tone
Brand Voice
Brett Johnson’s brand voice is built on a single inversion: the world’s most credible cybercriminal is now the most credible cybersecurity authority. Every word on the site must honor that tension — not soften it.
Voice Attributes
| Attribute | Means | Does Not Mean |
|---|---|---|
| Authoritative | Speaks from lived experience, not theory | Arrogant, dismissive |
| Direct | No weasel words, no hedging | Blunt or rude |
| Specific | Numbers, names, events — verifiable | Bragging without substance |
| Candid | Acknowledges the criminal past without apology | Self-flagellating or defensive |
| Credible | Every claim is documented public record | Sensationalist |
Messaging Hierarchy
Tier 1 — Primary (above the fold, hero, OG tags)
“I Built Modern Cybercrime. Now I Help You Stop It.”
This is the brand-level hook. It must appear on every page’s social preview and in the hero section of the home page.
Tier 2 — Secondary (subheadings, service intros)
“Named by the U.S. Secret Service as ‘The Most Dangerous Cybercriminal in the World.’ Now I help Fortune 500s and federal agencies understand the criminal they almost couldn’t catch.”
Use this framing in the services section, speaking bio, and booking page intro.
Tier 3 — Proof (testimonials, press features, stats)
- “39 felony convictions.”
- “ShadowCrew. 4,000 members. The darknet before the darknet.”
- “Trained FBI Quantico CISO Academy.”
- “Featured in CNN, New York Times, Wired, BBC.”
These are specifics. Use them as proof points, not as the lead.
Tone by Context
| Context | Tone | Example |
|---|---|---|
| Hero headline | Bold, declarative | ”I Built Modern Cybercrime.” |
| Service descriptions | Professional, specific | ”A 90-minute keynote calibrated for Fortune 500 boards…” |
| Testimonials | Neutral — let the client’s voice lead | ❝Brett’s insight into cybercriminal psychology is unlike anything our CISO team had encountered.❞ |
| Form confirmation | Warm, efficient | ”Got it. Brett’s team will follow up within 24 hours.” |
| Error messages | Calm, action-oriented | ”Something went wrong. Try again or email directly.” |
| Podcast episode blurbs | Conversational, provocative | ”How a $37 CVS receipt almost took down a $4M fraud ring.” |
What to Avoid
- Euphemisms: Do not write “Brett has a complex past.” Write “Brett has 39 felony convictions.”
- Over-hedging: Do not write “Brett may be able to help you…” Write “Brett trains your security team in…”
- Corporate filler: Do not write “leveraging synergistic threat intelligence.” Write “understanding how attackers think.”
- False humility: The brand is not humble. It is honest.
- Sensationalism without substance: Do not lead with “Most Wanted!” without context. Always pair the claim with the outcome.
Reading Level
Target a Flesch-Kincaid Grade Level of 10–12 for marketing copy and 12–14 for technical and law-enforcement-oriented content. Use short sentences. Avoid passive voice.